PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PADA AYAM DENSA)

Abstract

This research aimed to find out and analyze the effect of marketing mix consisting of product quality, price, promotion, and location on the buying decisions of Ayam Densa. While the research was casual-comparative with quantitative approach. Moreover, the population was consumers of Ayam Densa who had bought the product between December and January 2020/2021. Furthermore, the data were primary. The data were taken from consumers’ questionnaires. Additionally, the data collection technique used purposive sampling. In line with, there were 100 respondents as the sample. In addition, the data analysis technique used multiple linear regression with SPSS 23. Meanwhile, the instrument testing used validity and reliability tests. The research result concluded that product quality, price, promotion, and location could be used in examining buying decisions. Partially, the result showed each variable had a positive and significant effect on the buying decisions of Ayam Densa in the pandemic of COVID-19. This meant, better product quality, price, promotion, and location affected the increase of buying decisions. In conclusion, this research had partical contribution for business owners in increasing its sales, and contributed theoretically on marketing mix in the pandemic COVID-19.
Keywords: product quality, price, promotion, location, buying decisions